Marketing cases from emerging markets [electronic resource] / Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis, editors.

Marketing cases from emerging markets [electronic resource] / Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis, editors.

9783642368615 electronic book
3642368611 electronic book
9783642368608

Heidelberg : Springer, [2013?]

©2014

English

1 online resource (ix, 167 pages) : illustrations.

10.1007/978-3-642-36861-5 doi

HF5415

658.8

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries.

Access limited to authorized users.

Description based on online resource; title from PDF title page (SpringerLink, viewed September 9, 2013).

Online Resources > Ebooks
All Resources